Opportunistic Brooklyn Beckham has swiftly capitalised on the recent furore surrounding his explosive family statements to aggressively promote his fledgling hot sauce enterprise, Cloud23. The 26-year-old chef and entrepreneur emailed subscribers on Friday with a promotional message titled 'The History Behind The Heat,' which conspicuously avoided mentioning the brand's direct connection to his famous footballer father.
Strategic Marketing Amidst Family Controversy
The carefully timed email drop featured Brooklyn posing with his cooking accompaniment and gushed about 'flavorful foundations' and 'the joy of discovery in cooking.' The communication described Cloud23 as 'a testament to the joy of discovery in cooking' and 'inspired by diverse cultures and the flavours they bring to the table.' However, what the promotional material deliberately omitted was the significant fact that the number 23 in the brand's title represents a direct nod to his father David Beckham's iconic shirt number during his tenure at Real Madrid and LA Galaxy.
Family Connections and Business Ventures
Brooklyn has previously leveraged his famous surname to advantage in his culinary ventures, with both David and Victoria Beckham initially supporting the hot sauce launch before their current family rift escalated. The young entrepreneur launched Cloud23 in 2024 and has actively pursued trademark protection in the United States through the Patent and Trademark Office. When questioned about the brand name's meaning last year, Brooklyn's team explicitly confirmed: 'The 23 included in our brand is a warm nod to Brooklyn's father, David Beckham, who wore number 23 while playing for Real Madrid and LA Galaxy, inspired by NBA legend Michael Jordan.'
Expansion Plans and Trademark Challenges
The aspiring businessman has ambitious plans to expand his hot sauce line into broader food and beverage categories. He previously applied to trademark 'Becks Buns' in the US for potential beer and spirits products, referencing his parents' famous 'Posh and Becks' nickname. However, this move encountered significant opposition from Brauerei Beck & Co, the parent company of German beer brand Beck's, which forms part of alcohol giant AB InBev. To avoid protracted legal conflict, Brooklyn subsequently modified his trademark application during the summer, removing references to 'beer' and 'distilled spirits' from the filing.
Family Feud Context
This promotional activity follows Brooklyn's recent scathing six-page attack on his family, where he declared no desire for reconciliation amid their escalating feud. He accused his parents Victoria and David Beckham of attempting to sabotage his relationship with wife Nicola Peltz and made controversial claims about his mother's behaviour during his 2022 wedding reception. The wedding DJ, Fat Tony, subsequently appeared on television to provide context about the reception incident, describing it as 'really awkward' and confirming that Nicola left the event in tears after Victoria was called to dance with Brooklyn instead of the bride during what should have been the newlyweds' first dance.
Despite the ongoing family tensions, Brooklyn remains committed to his culinary ventures, describing Cloud23 as 'a passion project of mine for the last 2½ years, something I've literally put everything into.' The strategic timing of his promotional email suggests a calculated business move to harness public attention surrounding the family controversy for commercial gain, while carefully controlling the narrative around his brand's origins and connections.
